Who’s the hottest 70-year-old you know? Moncler. And they certainly know how to throw a birthday party. Last night, Milan saw Moncler celebrate their 70th anniversary, flooding the Piazza del Duomo, an iconic venue home to Italy’s third largest church, with bright white lights, a sea of celebrity guests, and even a choreographed dance.
Teasing the event on their IG, Moncler posted depictions of their new emblem, dedicated to #Moncler70, lit up as a giant, floating beacon above the Piazza del Duomo, guiding all of the Moncler-obsessed to the event. With 18,000 showing up to the celebration, it’s safe to say the guest list was extensive, inviting the likes of Anne Hathaway and Pharrell Williams to watch the show but also remaining open to the city so anyone could watch.
The show itself was a spectacle, involving an army of Moncler-clad dancers taking to the square to perform. The mechanical moving parts of the dance involved the perfectly-timed synchronised movements of 1,952 individuals, all dressed in matching white Moncler puffer jackets, hats, and trousers, their white-tipped heads moving in bobbing waves across the square. Even the addition of a gentle mist of rain over the performance felt intentional, adding a glittering quality to the air and reminding audiences of the actual purpose of Moncler as an outerwear brand.
Since the brand’s conception in 1952, in the French town of Monestier-de-Clermont, it’s established a global reputation for producing the highest quality garments in a style that quickly became notorious. Their Maya Jacket in particular has gained a serious following, undergoing regular revamps in-house and by external designers, including Thom Browne and Junya Watanabe.
This is one of Remo Ruffini’s – creative director and CEO to the brand – greatest interests, as he’s famed for collaborating with other iconic designers via the Moncler Genius campaign. In a fast-paced, ever-changing industry, Ruffini recognises the need for his brand to be constantly evolving, keeping up with what’s new and extraordinary.
Transforming from a sporting-goods retailer to one of the most recognised fashion brands in the world is no simple task. This technique is a huge reason why Moncler has succeeded for the last 70 years, and one it will continue to apply for the next 70.
The icing on the cake is that Moncler’s 70th celebrations have only begun. In the next 70 days, Moncler plans to relaunch the Maya Jacket as designed by seven of Remo Ruffini’s favourite designers the brand’s worked with in the past, from Francesco Ragazzi [of Palm Angels] to Pharrell Williams. We’re certainly eager for a slice!
See also: PRAYING FOR MORE CHET LO, AND SOON